If you’re in communications or marketing, this has likely happened to you. You see an amazing piece of content and think, “I can need to create something like that!” So, you spend time coming up with the perfect blog, or headline, or social post, but somewhere along the line you failed on conveying the “why” of the content you are posting.
Sure the post was cute, clever, and something you’re proud of, but did it really do its job? What was the job of the content after all?
As communicators we see this happen all too often. We get caught up in creating what we think is going to be a memorable post that we fail to connect it to the actual reason we’re posting in the first place.
There’s always a “why” when you’re creating content. At least there SHOULD be as you’re creating content, whether it’s for your Paid, Earned, Shared, or Owned content (shout out to the Spin Sucks PESO Model, https://spinsucks.com/communication/pr-pros-must-embrace-the-peso-model/).
For strategic communicators, part of our role is to ensure the messaging across all of those channels, and all of those pieces of content, reinforces the “why” of your communications campaign. Even subtle hints of your core messaging can be enough. Or maybe it’s getting your audiences to take action so they engage with a different piece of content that reinforces your “why”.
Whatever it is, you need to think through this strategically so it all ties together, reinforces your “why” and drives meaningful results for your campaign, company, brand, or client.
It’s easy to get lost in the shiny new object; it happens to us all. And let’s face it, who doesn’t want to create the wittiest social media posts or headline out there?
I know I do!
So, we have to keep reminding ourselves of the “why” so we don’t lose track of what we’re doing in the short run to make sure we’re succeeding in the long run.
The best way to do that is to actually write out the “why” of your campaign. Simply answer the question, “Why are we doing this?”
Keep that answer front and center at all times to make sure every efforts contributes to that goal. Does that social media post contribute? How about that headline for the blog post? Or the messaging around your latest video?
You need to keep this message and that purpose top of mind, at all times. It’s easy to get lost in creating cool content, so put it somewhere you’ll see it every day.
There have been some amazingly clever social media campaigns that got us all thinking. Remember the Coors Light #CouldUseABeer campaign where they asked people who needed a beer and why?
Or how about the Starbucks UK #WhatsYourName campaign in partnership with Mermaids, which is an organization that supports transgender and gender-diverse youth?
The lists of these campaigns go on and on, and there are some great examples of content that grabs your attention, tugs at the heartstrings, or just captivates audiences.
Yes, they’re all clever-the play on words, the catchy phrases, the memorable soundbites, and the amazing graphics.
But they all have one thing in common…they don’t let any of that get in the way of delivering an important message. Whether it’s direct, indirect, implied, blatant, or subtle, there’s a meaningful message in each of them.
As communicators, we need to keep our core messaging in mind and make sure that our content delivers on that message.
Fun content is meaningless without purpose. A cute catchphrase will only deliver results if it’s part of a larger campaign. What are you asking your audiences to do, think, or believe?
The answer will be different for everyone, but you need to make sure you know the answer.
Every word matters. Every. Single. One! So, quick question: are you using the right words?
Different audiences respond to messaging very differently. I was recently working on some communications around the COVID-19 vaccine rollout for a state with an extremely diverse population. Whether it was a social media post or an Op-Ed from a community leader, we had to be very careful when conveying messaging in various parts of the state and had to tailor each message to the specific audience so it resonated.
The same is true for any and every communications campaign. You need to effectively convey the “why” of your campaign, and to do that you need to know which words resonate with audience.
There are a lot of very expensive ways to do this through surveys and research, but it doesn’t have to be that way. Look at your previous social posts to see what’s getting the engagement.
Look at the comments to see if your content is confusing people. Get feedback from internal and external audiences. These are all great ways to refine your message so you can ensure you are communicating clearly, or at least delivering the message you want to deliver.
And most importantly, be ready to adapt your language.
Let’s be clear-I’m NOT saying to change your campaign. Your core campaign should remain consistent throughout the timeframe that you’ve established for that campaign.
But, how you convey it, how you reach you audiences, and what you say to them to drive the campaign can and should adjust as you move forward. You need to continuously evolve how you’re communicating – yes, this means picking the right words – as you work through a campaign.
And finally, just keep asking yourself, why am I doing this, and is it communicating the point I’m trying to make.
Keep that gut check top of mind and it’ll help keep you on track as you keep those great ideas coming!
I’ve also been discussing how you can find success following the Coronavirus crisis through the RADD approach, which is Recognize, Adapt, Develop, and Deploy. Check out our previous posts to see how you can succeed with the RADD process:
– Get RADD And Plan For Success Following Coronavirus Crisis
– Prepare for Success and Get RADD, Part 1: Recognize
– Finding Success By Getting RADD, Part 2: Adapt
– Get RADD, Part 3: Develop Plans For Success
– Deploying Your RADD Communications Plan
Here are some recent posts to help as you create your Strategic Communications campaigns:
– Tips For Managing Unethical Communications Requests
– Internal Communications During A Crisis
– A Meaningful Message, Or Pandering Without Purpose
– Pitching Media Like The Pros
– Don’t Let Perfect Be The Enemy Of Effective
– Wake Up. Kick Ass. Repeat.
– How to Create Content That Engages Audiences and Builds Brand Trust Quickly
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